What a coincidence that the month with my subscription renewal notice on the cover, our roastery is in the magazine. That’s the best way I’ve ever seen to get somebody to renew a magazine.
OK, so you can’t exactly rush out to Barnes & Noble to buy the issue yourself… it’s a trade magazine for, you guessed it, coffee roasters. And it’s not like they wrote a whole article about us. We were mentioned in connection with our 91-point review at Coffee Review (page 76 in case you happen to have you copy handy). But we’ll still take the recognition! We are clearly now in good company.
One thing that disappointed me a little was that our Revelation roaster only received a cameo mention. This machine rocks! It is the most eco-friendly shop roaster in the world, and the great taste of our coffee is due, in part, to the machine. I hope other roasters will be inspired to contact Dan Joliff at Roaster’s Exchange about getting one of their own.
The current issue isn’t yet online, but you can stop in to the roastery and read our copy. I better not catch you trying to tear the page out for yourself, though.
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Somebody sent this link to my attention today. This is exactly the reason we installed a zero-emission roaster. Of course zero-emission has been possible for forever if you wanted to burn prodigious amounts of fuel with an afterburner. Our Revelation roaster is zero-emission with just 10% of the energy consumption of a traditional, no afterburner system. Win-win! Was your coffee roasted on a smoke belching, fuel guzzling roaster? If you didn’t buy it from us, the answer is most likely yes!
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Posted in roasting, tagged Coffee, coffee roaster, eco-friendly, ecofriendly, environmentally responsible, Green, green coffee roasting, low emission, Revelation Roaster, roaster, roasting technology, sustainable roasting, US Roaster Corp on January 29, 2008 |
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Do you think about the planet when you buy things? Probably. It’s almost impossible these days to be unaware, or not care, about issues related to global warming. It seems natural to think about the planet when you buy a car, or a big kitchen appliance. Some of us even think of the planet when we buy our coffee – is it Organic? Shade Grown? But do you think about the machine that roasted your coffee, and its impact on the planet? Does it pollute the air? Does is suck down power derived from fossil fuels? Joel Starr, in the September 2007 Tea & Coffee Trade Journal http://www.allbusiness.com/environment-natural-resources/pollution-environmental/5523090-1.html observes that “In fact, it’s a safe assumption that coffee roasters and retailers at home, not producers at origin, are responsible for most of the pollution that coffee consumption produces (namely CO2 emissions from the roasting of the coffee and billions of one-time-use, disposable paper cups lids, stir-sticks, etc.). This has to do with many factors, not the least of which is the artisanal roasters preference for “drum” and “fluid-bed” type roasting machines, which have essentially not changed in decades. That is not to say that these machines haven’t improved, they just haven’t “gone green.” “ I’d venture to say not many coffee drinkers think about this particular issue.
In setting up our new roasting business, however, we did think about it. Our new roaster, or ”Rosie” as she’s been affectionately named here, is one of a kind in the world (right now), and probably about the most eco-friendly roaster on the planet. Our friend Dan Joliff of U.S. Roaster Corp http://www.usroastercorp.com built the Revelation roaster using advanced technology that virtually eliminates emissions and reduces power consumption to a fraction of a traditional roaster. We were happy to partner with Dan to input to the design and be the first guinea pig, er, customer, for this exciting new machine that we think will take the roasting community by storm. We hope he sells a lot of them!
So when you sip a cup of our coffee, you can do so knowing that you’ve done just a little bit more for the planet than was possible a month ago.
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